A Guide to Wine Purchase


We all have this moment...

Imagine yourself standing in front of the wine aisle of a store, wondering where to start. The labels on the wine bottles are very informative, but often too informative to wine novice - cuz nothing really makes sense!

Should I pick a wine based on its price, brand, variety, rating, region, year, or even more confusingly complex attributes, like acidity, sweetness, body, aromas and colors?

 Conventional apps often start from recommending a list of wines from an expert perspective. We believe wine preference is subjective. The best way to know whether you like the wine or not is to taste it yourself. Yet what if you can’t taste wines when you have to purchase one at a grocery store? Our project is uniquely positioned to recommend young people in their 20s affordable wines based on flavors. Hope you can become a more confident wine buyer with the help of our project!

Our Research


Drinking frequency among different age groups


The change in wine drinking frequency showed that the 21-29 group is the only significantly growing market segment. 47% of the 20s expressed “drinking more wine” than a couple years ago. As age grows, people tend to maintain the same frequencies and rather than drink more.

Since 21 is the legal drinking age in the US, it makes sense that 21-29 years old are new to the wine world to learn and explore. We decided to target the 21-29 years old, who have the strongest demand to explore wines but limited wine knowledge.

Understand affordable price & wine rating


Q: What does affordability mean for wine purchasers ?

The majority of wine drinkers never bought wines priced over $30, while wines under $30 are popular among drinkers. For the sake of affordability for people in their 20s who are presumably price sensitive, we decided to recommend wines under $30 from our dataset.

Q: Are expensive wines better than cheaper (affordable) wines ?

Not necessarily. There is some positive correlation between wine prices and ratings, but higher price does not guarantee better wines. The most expensive wine ($3300) in the dataset is not rated high by wine connoisseurs. Given the huge variations at each price level, affordable wines can also be good and sometimes better than expensive ones.


👇 Ready to explore wines based on your flavor ? 👇

Taste Profile


Select your preferred wine type


White Wine


Red Wine




Before you leave, check out some tips


Now, we believe you have some better idea of grape variety, aromas and price of wine you should start with as a novice. Here are 3 final tips to help you read other helpful attributes on the wine labels.